Submit a video of yourself, friends/family eating pizza and win $3,000TT!!

That’s the basis of a new Facebook campaign by Mario’s Pizza. Mario’s gives away $3,000 but gains a variety of videos created by regular customers, who promote the brand.

There’s a couple of marketing principles at work here – the principle of social proof which dictates that the more people who are doing it, the more valuable and acceptable the product must be.

There’s a peer-to-peer aspect at work. These videos aren’t of actors. They’re regular Joe Schmoes like you and me.

There’s an amplification factor, too, where for every video uploaded, friends of the uploader are notified through the Facebook stream. The video’s uploader must also go a step further, they must promote their own video by getting friends to ‘like’ it.

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